Import, High-End And Branding: Seize The Growth Opportunity Of China's Maternal And Infant Market

Under the background of the upgrading of consumption, the new concept of consumption has given birth to new market opportunities, and the focus of enterprise layout has been constantly adjusted. In addition, with the increase of the proportion of two child families, the consumption preferences of new mothers and infants have changed, and the mother and baby market has ushered in many new trends and opportunities. In this regard, maternal and infant products enterprises how to see changes and seize opportunities?

01

Dynamic tracing of mother and infant channels

The double digit growth of mother and infant channel, the growth rate of mother infant market is obvious. According to Nelson research, compared to 2017 and 2018, the growth of the traditional business super channels is rather weak, and the cosmetics monopoly stores and mother and infant channels still maintain double-digit growth, which is an important reason for promoting the full channel growth of the online and offline products.

Mother to child channel is still the main battleground under the line, the share continues to expand, occupying nearly 50% of the share, and sales growth is 15%. At the same time, online business operators continue to advance vigorously. Over the past year, the total sales of maternal and child categories increased by 23%. These two channels have basically promoted the growth of the whole maternal and child retail market.

02

Observation on maternal and child key category development

Consumption promotion and new products are the main driving force for the growth of mother and baby market. In the face of the overall growth of the infant and child products market, the motivation behind it is mainly divided into four categories: sales volume, price, consumption upgrading and new products. Compared to the past two years, the contribution ratio of sales and prices to the five main categories of mother and infant is relatively small, and the growth of sales mainly comes from consumption upgrading and new products.

In addition, among the mainstream infant products brands analyzed by Nelson, the top five diaper brands are all foreign brands, with a contribution rate of nearly 40%.

03

Consumer habits of fast food consumers

2017 with the data of maternal and child consumers in 2018, the number of two children increased and the proportion of two child families increased, preferring to buy mother and infant products in personal care channels.

The proportion of online shopping between mother and infant continues to grow. Among the online shopping products, the top three categories of penetration are diapers, children's wear and toys. Among them, infant diapers online shopping penetration rate reached 54%.

Focusing on the consumer experience, one-stop service and experience are becoming more and more important for mother and child stores.

04

Three trends of mother and infant products

In infants and young children, the trend of importing, high-end and branding of baby diapers is most obvious.

Import: as for baby diapers, the sales and growth rates of imported brands have increased, while domestic brands have declined slightly. Imported baby diapers accounted for 21.7% in 2017 and 22.6% in 2018. Although domestic brands still account for a large proportion, the share of imported brands still keeps increasing.

High-end: diapers category, the price of more than 160 yuan, that is, 1.6 times higher than the market price of high-end baby diapers increased by 30%, so constantly upgrading production capacity, and continuously improve the level of technology is the fundamental factor for product companies to maintain market vitality.

Branding: in the two main categories of infant formula and diaper, the top five brands sold nearly 50%, and foreign brands accounted for 80%. Branding is also reflected in children's clothing, infant nutrition and baby bottles.

China's economy as a whole is relatively stable, and the market for fast moving consumer goods is still alive. The mother and baby market will usher in a comprehensive upgrade, and the development of weight category will be organic, internationalized and quality oriented. Two child population continues to rise, online and offline competition intensifies, physical stores tend to "one-stop" service mode. The development of infant products shows the trend of import, high-end and branding.